Total spending on US paid media will reach $171.01 billion in 2013. eMarketer expects total media ad expenditure to rise 3.6% this year and maintain annual growth between 3.1% and 4.1% through 2017. Though TV will continue to lead the US ad market in dollars spent, nearly all traditional ad formats will see flat growth or declines in outlays throughout the forecast period.
Spending on digital advertising, which includes all formats served to desktop, laptop and mobile devices, will total $42.26 billion this year, or nearly one-quarter of all ad dollars. This is up 14.9% since 2012, with double-digit gains expected through 2015. The growth of digital ad investments will be largely attributed to dramatic increases in expenditure on mobile.
eMarketer has increased our projections for total media and digital ad spending slightly since our June 2013 forecast due to higher-than-expected outlays on mobile formats. Mobile ad investments are set to rise 95.0% this year—almost 20 percentage points higher than what we previously estimated. By 2017, digital will grab nearly one in three dollars spent on advertising in the US, while mobile will capture 15.8% of the market.
eMarketer clients have access to all the data and insights we publish. You can learn a lot more with an eMarketer corporate subscription. Complete the form on this page to submit an inquiry and start a conversation with eMarketer.
eMarketer recently published the following articles related to Media Usage:
eMarketer corporate subscription clients have access to all the articles we publish, plus charts, interviews, case studies and full-length reports.
You can view a full list of eMarketer reports available to eMarketer corporate subscribers here.
Use the form above to get in touch with eMarketer and find out if a corporate subscription is right for you.
Sign me up for the eMarketer Daily Newsletter.A daily briefing on digital marketing and media trends; three new articles each day.
Please also include eMarketer FYI mailings.Partner webinar and event announcements, whitepaper offers, best practices guides, and research briefs.
Click below to get full access to eMarketer.
We sent you a registration confirmation email.